Dr. Philip Beaman, an associate professor of cognitive science at the University of Reading, says the brain’s tendency to repeat a familiar tune “may be a form of involuntary musical memory.” One proven method for degrading short-term memory is to repeat a random word over and over again in your head... The act of chewing gum has a similar effect, the new research suggests, and “therefore can be recommended as an aid to get rid of earworms.”